The smart speaker integrated with voice assistants invented by Amazon has become the most important invention in the technology industry in the past decade. Numerous companies have imitated Amazon to launch similar products, but currently Google and Amazon are far ahead in the industry. Alexa and Google's assistants also started to catch up.
According to the latest news from foreign media, online advertising industry pointed out that Alexa closely integrates Amazon's online retail service and will become the most expensive advertising space on the Internet in the future.
According to CNBC, a US financial news website, many industry sources said that Alexa seems to be losing its dominant edge in the competition between Alexa and Google's assistants, but it still has the competitive advantage that Google's assistants don't have.
Alexa has an advantage over Google Assistants in terms of third-party devices, homes, offices, and more. According to eMarketer, a technology market research firm, two-thirds of US users who are keen to use smart speakers use Alexa and Amazon Echo speakers, and Google speakers and Google assistants account for only 30%.
Chris Neff, senior innovation director at The Internet advertising company in the United States, said Amazon wants Alexa to be integrated into as many products and software as possible, not just as a component of its own products. Therefore, although Amazon's own smart speaker market share has shrunk, the company can still expand its influence through a large number of Alexa partners.
Nafford said: "Amazon Alexa's greatest competitiveness is the current market coverage and the development goal of implanting Alexa into anything. ”
What's different from Google is that Alexa comes from Amazon, the e-commerce giant, which is born to provide a seamless shopping experience.
Sophie Kleber, creative director of US online advertising company Huge, said that in the future, the most expensive advertising space on the Internet will appear on Alexa, and Alexa has been embedded in a shopping platform.
The marketing and sales opportunities that Alexa brings have caught the attention of Internet companies. For example, Vayner Media has used popular mobile games “Heads Up! & rdquo; ported to Alexa, even the first on the Alexa platform to provide voice payment services for users to buy a variety of game tools.
Patrick Givens, vice president of online advertising company VaynerSmart, said that Alexa will bring a completely different marketing and revenue model.
Executives at several advertising agencies pointed out that Amazon has maintained an open attitude towards the Alexa platform and has introduced various tools to external developers, such as the “Amazon Voice Service Tool”.
In addition to the voice payment services described above, third-party developers are currently porting rich audio content and software to Alexa.
Dan Calladine, head of media at the online advertising company Dentsu Aegis, said that more and more third-party developers are now gathering in the Alexa ecosystem because Amazon makes it easier to develop software and features. “We have seen this area appear. More and more innovations. ”
According to previous foreign media reports, Amazon has begun to develop the Alexa ecosystem in accordance with the ideas of Apple and Google Software Store. The company recently launched Alexa's ability to purchase purchases within third-party applications (also known as Alexa's "features"), allowing consumers to pay for one-time or one-month users, while developers will receive seven The income share.
In terms of artificial intelligence-based voice assistants, Google developed earlier than Amazon, but did not invent a hardware product with affinity for smart speakers. In the face of Amazon Echo hot sales, Google quickly made a quick imitation, launched a variety of price, various sizes of smart speakers. According to third-party statistics, the market share of Google smart speakers is rising, and the two companies form a duopoly.
A number of online advertising industry sources said that Alexa has an advantage in e-commerce integration, but Google as a web search technology company, Google Assistant is more comfortable in natural language processing.
In terms of understanding the user's language content, analyzing the user's geographic location, interest preferences, etc., Google has the upper hand.
The above-mentioned advertising company Nafford said that if Alexa and Google assistants want to provide a better user experience, they must be able to intelligently grasp more of the user's characteristics. For example, Alexa should know that Nafu lives in Miami, what he likes to eat or dishes. .